Resonate, the only company that empowers political campaigns and issue advocacy organizations to act on why people make decisions, today released new insights the voting patterns and key issues for Michigan voters this election season. Job creation is the top issue Swing voters, with 48 percent citing it as a key consideration when evaluating a candidate’s platform. Government spending is close behind with 46 percent, just edging out healthcare with 45 percent. Swing voters, those who cast votes across party lines, make up 25 percent of Michigan’s voters. Democratic voters are 36 percent of the state’s registered voters, while 28 percent are Republican, and 11 percent other.

Two of the top three platform issues that matter to Swing voters are also in the top three for Democratic Voters. For these voters, 56 percent look for a candidate’s position on job creation, 51 percent healthcare, and 43 percent education policies. On the other end of the spectrum, 63 percent of Republican voters consider government spending positions, 52 percent balanced budget, and 45 percent job creation.

“Michigan is a good example why candidates need to engage with voters based on the issues that underscores their decision on election day.” said Bryan Gernert, Resonate CEO. “With this data, campaigns and candidates can put the right issues at the forefront of their campaign. Further understanding voters within a congressional district focuses their priorities, messaging, and strategy unique to those voters instead of making assumptions based on statewide data.”

Resonate found that voters in MI-5 have a higher concentration of Democrat voters (42%) and Swing (28%). The top three issues are the same, but government spending overtakes job creation as the issue most Swing voters consider when choosing a candidate.

To learn more about the views and voting patterns of Michigan voters, please visit:

About Resonate:

Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people’s actions. Combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivation-based analytics and targeting across all digital media channels. The ability to deliver advertising based on an individual’s social and personal values and product purchase preferences, goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit


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